A Dry Cleaner's Job Opens Up Some Career Opportunities in This Spot for Foster's

Humorous Campaign Introduces Tagline 'For the Thirsty'

By Alexandra Jardine.Published on Apr 18, 2016

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In a new U.K. spot for Foster's, the Heineken-owned Australian beer, a young Aussie guy gets a job at a dry cleaner's, and an unexpected opportunity to try his hand at some different careers. The ad, by Adam&Eve/DDB London, tells the story of how he uses the opportunity to take some uniforms for a "quick spin" and assume some different identities -- pilot, policeman, doctor and so on -- while he decides on what to do with his life. And, of course, it proves a useful way to impress girls, friends and girlfriends' parents to great effect. At the end of the ad, whilst chatting to a group of firefighters, he is offered a free round of Foster's.

It's a gently comedic spot, directed by Gary Freedman at Independent Films, that introduces a new tagline for the brand, "For the thirsty" and a message that's all about grasping opportunities. (A spokesperson for the agency confirmed that this replaces the previous Foster's tagline "Why the hell not?" that appeared in last summer's campaign.) Heineken Brand Director Ifeoma Dozie said in statement. "This new campaign is not only humorous but its positive "go-getting" themes speak to consumers who are thirsty for new experiences."

As part of the Foster's brand's sponsorship of Channel 4 comedy shows, sponsorship idents featuring the character from the ad will be aired on Channel 4 over the next year. They show him in absurd situations, trying on different costumes and giving different jobs a go.